Hello everyone, in the previous topic we were talking about Management. Today we are going to talk about Digital Marketing.

In this topic, we will discuss – What is Digital Marketing, its importance, uses and types. 5-D’s of digital marketing, future of digital marketing and jobs in the field of digital marketing.

As we can see in our day to day life, Digital Marketing, Online Marketing, E-Marketing, Internet Marketing and Social Media Marketing we have heard about these terms a lot. Often these are even used as synonymous. So here we are going to clear these terms and your confusion.

WHAT IS DIGITAL MARKETING?

Introduction

Digital Marketing is a marketing tactic of brands or products or service through online via one or more forms of electronic media different from the traditional marketing or we can say that Digital Marketing means promotion of products or services conveyed through channels like social media, websites, search engines, mobile apps and email.

Digital marketing is also known as Internet marketing and Philip Kotler was the father of digital marketing. Philip Kotler was an American professor who has also written more than 60 books on marketing.

Kotler also put efforts to establishing marketing as a field of academic and career. He is also known as the father of the Modern Marketing.

According to Philip Kotler and J. Scott Armstrong,

Digital marketing is a form of direct marketing which links consumers with sellers electronically using interactive technologies like emails, website, online forums and newsgroups, interactive television, mobile communication etc.

In simple way we can define Digital Marketing as marketing of products and services using digital technologies on internet, through mobile phones apps, display advertising and any other digital mediums.

It is the multi – faced strategy aim to target, reach out and build relationship with the customer online. It is based on digital platforms such as mobile, digital billboards, computers, tablets, IPTV and even game consoles.

Digital Marketing extends beyond the realm of internet marketing and also includes sms/ mms, digital billboard ads, etc.

WHY DIGITAL MARKETING IS IMPORTANT?

Marketing has always been consistently connected with audience at the proper time and in the right place. Presently, it meant that we have to meet them where they are now investing their time. Digital Media is so much widespread today that user has information access at any place and at any time they want it.

Days are gone when the people got the message about your services or brands or products and comprised of just what you needed them to know. People want organizations or companies that know them, communications that are relevant and personalized , offers custom made to their preferences and needs and brands they can truest on them.

Digital Media is a regularly developing source of news, social interaction, shopping, and entertainment. Customers are currently exposed not just to what your firm or organization says in regards to your brand, but what the friends, media, survey and relatives are saying as well.

Some points why it is important-

1. It provides equal opportunity for all kinds of businesses.

2. Digital Marketing is more Cost-Effective than Traditional Marketing.

3. It Delivers Conversion to the customer.

4. Digital Marketing helps you Generate Better Revenues.

5. It Facilitates Interaction with Targeted Audiences.

6. Digital marketing caters to the Mobile Consumer.

7. Digital Marketing builds Brand Reputation.

8. Digital Marketing aids you earn the People’s Trust.

9. Digital Marketing influences prospects take Favorable Action via CTA. 

5-D’s OF DIGITAL MARKETING

Digital Marketing is going to play a crucial role in our future. To understand the significance of digital marketing in the future of marketing in any business, it’s essential to think about what audience interactions we need to understand and manage.

Digital marketing today is regarding many more types of audience interaction than website or email. It comprises managing and controlling these ‘5-D’s of Digital’.

The 5-D’s defines the opportunities for consumers to interact with brands as well as for businesses to reach and learn from their targeted audiences in various ways.

The 5 D’s of digital marketing are composed of various pillars of the electronic marketing world. The five pillars of digital marketing are given below-

1. Digital Devices– The first D of Digital Marketing is Digital Device. It can be accessed on different devices. Usually, we can communicate with our target audience through computers, laptops, tablets, and smart phones.

However, as time to time more and more inventions are being released, including Smart TVs, watches, and gaming devices. These are used to interact with browsers, websites, and applications online.

          In simple way, we can say that customers experience brands as they   interact with business or company websites and mobile apps typically by a combination of connected devices including smart phones, desktop computers, tablets, TVs, and gaming devices.

2. Digital Platform- The second D of Digital Marketing stands for Digital Platform. Wide range of Digital Platforms can be incorporated into digital marketing strategies in various ways.

The first is to gain insights about the targeted customers, such as what their preferences are and about their previous purchases.

We can create our brand’s profile on an online platform, and then we can use it in the promotion of our products. To do so, we have to share our offers and information about our products in a way to attract the audience to check out our label or website.

         Nowadays what is the better option than Social media platforms to reach the audiences. While there are numerous browser sites and applications for that purpose, we can use popular ones to connect with more people.

Examples include Facebook, Instagram, Twitter, YouTube, Pinterset, Linkedln and many others. That is because the majority of digital users at least have one account on any of these platforms.

3. Digital Media- Now that the digital devices and digital platforms are involved, the different types of electronic media is the next option, so we can say that the third D of Digital Marketing stands for Digital Media.

In simple terms, we can say that digital media pertains to how we can connect to our targeted audience in our chosen platform.

It can bring a significant increase in potential customers as more people hear about our brand and what we are going to offer through our brand.

There are various digital media to choose from. For instance, we can use the web and the search engine results to give attention to our brand.

Mobile applications, specifically those for e-commerce, can also help drive sales. For a more personalized approach, we can utilize communication tools as well, such as messages or emails.

In other words, we can define digital media as different paid, owned, and earned online communications channels that is used for reaching and engaging with audiences through advertising, email, and messaging through content, search engines, and social networks.

4. Digital Data- The fourth D of Digital Marketing is Digital Data, which results from the three previous components. It comprises of all the necessary and relevant information about our potential customers, which we can use to encourage them to purchase our products or services, or at the very least, check out our brand.

In brief we can say that it is the insight businesses collect regarding the audience profiles and their interactions with businesses.

Keep in mind that not all data about users are included since private information is protected by law. Therefore, the profile information will only contain data that is publicly shared and permitted for spectator view. We can also see the organizations they are registered to, if there are any, and their engagements with other brands and businesses.

It can be used to analyze their shopping patterns and preferences, which we can use as our advantage.

5. Digital Technology- The fifth and last D of Digital marketing is Digital Technology. As a brand aiming for attention, we are encouraged to use modern technologies to intrigue our potential customers.

Marketing technology or companies use to create interactive experiences from websites and mobile apps to in-store kiosks and email campaigns.

Treat this last digital marketing component as a cherry on top, which can further make the target consumers interested in what we offer. For instance, we can use in-store kiosks, where it’ll display advertisements about our brand.

Thus, Digital Marketing is all about making a marketing strategy and utilizing digital technology to achieve marketing objectives. But, for now, it remains a useful term because digital marketing requires a specific skill set to use digital technology effectively.

USE OF DIGITAL MARKETING

In today’s scenario most of the business are running digitally so if we want to make our business to the next level we must know about the uses of digital marketing-

• Strong relationship- There is companies that use digital strategies more likely to build new customers and build deeper relationships with loyal customers. A business that doesn’t have a digital plan is also don’t have the bright solutions for what they want to achieve online.

• Small business will gain customers- If we don’t invest some time on digital marketing for our business with perfect strategies, then our opposites or start-ups will get an excellent chance to overcome us.

We may have no opportunity to know about your online customers. Everyone knows that online is the best medium to showcase our products and business.

TYPES OF DIGITAL MARKETING

As we know the future of digital marketing was very bright so we also must aware about the types of digital marketing. So here are the types of digital marketing:-

Search Engine Optimization (SEO)-

There isn’t anything more important to digital marketing than Search Engine Optimizations (SEO). SEO is first and till now the strongest type of digital marketing. Almost around 90% of the clicks credit in search engines goes to organic listing.

The main goal of SEO is to get higher rank in Google searches. It optimize content in a way that appears among the first results when we are using Google, Yahoo, Bing or some other search engine.

Search Engine Marketing (SEM)-

If we are new to search engine marketing, we will usually see it abbreviated as SEM. It is also termed as Paid Search marketing; it is basically paid internet advertising done for gaining visibility on Search Engines Results Pages (SERPs).

It’s a form of Internet marketing where we can increase our SERPs through paid advertising methods.

Why we appreciate it the most is because Google makes their Google Ads easy to use through their attention to customization. They let us choose whether we want graphic display ads, YouTube video ads, text-based search ads, or in-app mobile ads.

All of these are going to depend on our business style and the targeted audience we need to reach. Google even make it easier with localized ad capability, plus superior metrics to track how well our ads work.

Local Search Marketing-

We are seeing a lot more attention on Local Search Marketing the last few years. It will continue being important into the coming decade as local businesses realize the value in being found by local consumers.

To get started with local search marketing, we can again utilize more gifts from Google. Through Google My Business, we will be able to have our listing turn up the second someone does a Google search based on the user’s keywords.

Google makes it easy to update your listing as well so nothing becomes out of date.

Online reviews as well as our social reputation also plays crucial role here. Here we want our customers to write positive review. Also on social media, starting conversations and posting contents helps us to utilize inbound marketing. Inbound techniques attract customers to us rather than us seeking them.

Content Marketing-

It is a type of digital marketing where we create some content which our targeted audience read and gets encouraged to buy some product or avail some service. It is a best way to increase traffic from search engines. It focuses on producing and publishing content for targeted audience.

What essential about content marketing is that we need to make our content relevant, consistent, interactive, and of high quality so that it is worth of the time for those who are consuming it.

We can publish shareable content either in the form of blog posts, white papers, reports, e-books, podcasts or webinars or by guest blogging in popular publications connected to what our business is selling.

In today’s time, we need to focus on creating content that can solve pain points and stay evergreen. So always keep “content as king”, as many like to put it.

To make content marketing work well, we need to focus on mobile content, native advertising, and influencer marketing, and marketing automation.

Think seriously about mobile content because smart phones are already making up 50% of all global devices. This is going to affect digital advertising in upcoming year.

Responsive Web Design-

 Making our website conform to mobile screens is one of the most essential parts of digital marketing. The only way we can make this work successfully is through Responsive Web Design.

 With responsive programming, we can make our website automatically conform to all mobile screens. This is going to mean more than one format, including tablets and increasing use of smart watches.

Remarketing-

Another critical aspect to digital marketing is going after prospects again with marketing content if they didn’t respond to our site’s banner ads the first time. This works by tracking these visitors through cookies and creating new ads on related sites.

We can also create new ads on our site to better target our own prospects. The information we get from our site visitors gives us valuable data to tweak our ads to their pain points.

In other words we can say that remarketing helps us to stay more engaged with prospects, aids in brand awareness, and increases conversions. We can also gain the customers of our competitors.

Email Marketing-

Email Marketing is one of the best marketing tools. Here we can send regular updates to our email subscribers to build and nurture our customer relationship. With the use of email we can promote our products or services.

We can easily connect with customers within their own mailboxes which can increase brand loyalty and help increase the sales. It can be use for generating more leads than possible through any other marketing method. We can also increase our sales and conversion rates.

If we have already suffering from overspending on other digital marketing, email marketing is one of the most affordable methods out there. In some cases, it’s free, unless using outsourced services.

We can also combine it with other media; it’s also one of the most integrated marketing methods. We can add social share icons, plus referral reward systems. Email marketing ultimately helps us to shorten our sales cycles when using compelling content.

Social Media Marketing (SMM)-

Social Media Marketing (SMM) is everything that we can do like sharing posts, creating pages etc. to make presence of our business, promote our products or services on various social media platform like Facebook, Twitter, and LinkedIn etc. Using social media platforms can help us to attract potential customers and increase popularity and engagement.

5 Pay-Per-Click Advertising (PPC)-

PPC also known as 5 Pay-Per-Click Advertising (PPC) or also known as CPC (Cost Per Click) is a paid form of marketing in which we can pay to the publisher to publish our website or content on their platforms and we pay when that published content is clicked.

It might not only be links but also ads which can be sponsored. PPC refers to is the only type of digital marketing which is for short term, as we stop paying the ad immediately ceases its existence.

Marketing Automation-

 Marketing automation is an important element in digital marketing techniques. Knowing more about it in general should become a top priority as it going to become a standard for businesses around the globe.

The records of successful business say automation play a very important role in their success, through automation we can get a vision of what the present and future of marketing is.

To become successful with this, try looking for a CRM platform with marketing automation built in. These can work together well because CRM already has contact information.

Automating marketing content directly to our contact list helps us integrate our marketing all in one place rather than using disparate sources.

What’s most important with automation is to keep our content consistent across all channels to avoid brand confusion.

Affiliate Marketing-

 It is a type of marketing where we pay only when conversions happens. In Affiliate marketing we recruit affiliates/salespeople for our business and pay them commissions when sales happens.

In other words we can define Affiliate Marketing as the process of earning a commission by promoting the products of a company we are cooperating with.

With affiliate marketing, we only pay for conversions, after our affiliate closed a deal and the customer purchased the product.

Influencer Marketing-

We always thought about how we can take on digital marketing campaign without spending a fortune. We can save our money through email marketing and inbound techniques that we have already discussed above. But we can also save our lot of money by hiring influencer or doing Influencer Marketing.

If we think hiring influencers to promote our brand online is all about hiring celebrities, we should have to think again.

An influential person on social media doesn’t always have to mean being a celebrity. It can simply be someone with a lot of followers and a good track record of promoting products.

For it we have to identify top influencers first, which is going to involve a little research. We can do this doing hashtag searches on places like Twitter to see what people are saying about topics related to the industry.

We have to reach out to these influencers on social media and ask them if they’d be willing to promote our brand. Some may offer to do it in exchange for free products. However, most are going to demand a fee.

Video Marketing-

Over the last decade, we became a more visual culture attracted to imagery in the digital realms. A lot of this comes in various forms, but there isn’t any question video rose to the top.

We’re at the point now where more consumers of content prefer video above any other visual medium. Recent statistics show 87% of all online marketers now use video content of some sort.

A lot of this comes from massive viewership on places like YouTube. Regardless, where we post videos isn’t going to matter without compelling content.

More personalized video has become a norm lately, or at least ones directly addressing pain points of targeted viewers. The same goes with making the business look more human.

Successful video marketing can mean behind-the-scenes tours of our business, or testimonials to show the human side of our brand. This means paying attention to one major trend in video marketing that is Storytelling.

When we tell a compelling story about our business and prove we can solve pain points of customers. It’s also smart to keep our videos as short as possible, if not in a series. Attention spans are as short as ever, and we will need to tell our story in a compact way with a compelling hook.

Revisiting Your Landing Pages-

If we have already created a landing page as part of our digital marketing campaign, are we sure prospects who visited before are going to come back? This is a question that should become the central core of your digital marketing efforts.

All marketing experts reiterate how landing page traffic is the nucleus of successful inbound marketing. The problem is our landing page perhaps isn’t very enticing at the moment. Solving this (in part) comes down to web design, including where we place our Call to Action and advertising.

Instant Messaging Marketing –

It is latest communication trend which is used to attract potential customers through social media platforms like Facebook Messenger, Viber, WhatsApp.

Is Digital Marketing have future?

Observing the marketing industry and career requirements, it is found that digital marketing seems to be a great career for the present as well as future years. I will tell you, how actually digital marketing can be a good and big choice for your career.

People always have a negative impression towards sales guys and marketers. No one really bothers to listen to what marketers say about their product during their promotion. But when promotions came to televisions and radios, people started to take the advertisements a bit seriously.

Marketers started doing their promotions through TV commercials, print ads in newspapers, magazines, billboards etc. and force people to buy their products through their colorful ads.

Marketers made the television and radio a media for promoting their products in front of people. In comparison to nowadays 90’s people does not fully believe in TV ads. For any funny and senseless ads, people started commenting on the internet.

People became alerted and marketers found it difficult to compel people to buy their product anymore. The alertness of the consumers on reacting to those commercial ads compelled marketers to think of some other way as to interact with people in order to promote their products.

As digital marketing came into revolution, online sellers started earning to the core. Online stores like Amazon, Flipkart, and Snapdeal all started sparkling in the crowded market. Online advertisement always works.

This is because people spend more time online than that of watching TVs and listening to radios.

And online ads mostly those video ads are brilliant. People can comment good and bad about them and marketers can make changes in their advertisements according to the problems.

E-commerce, social media, mobile marketing all these has brought immense changes in the business world. The commercial ads in mobiles earn $5 billion each year. The employees and vacancies in digital marketing companies are increasing continuously.

Such rising industry is demanding huge requirement for skilled and expert people in digital marketing. The ways how people are informed about different brands in the market created huge opportunities and job vacancies which people would have never thought of before it was introduced.

Today the requirement of digital marketing is so much that companies are ready to pay huge bulks of money to the experts of digital marketers.

Today more than half of the inside office work are done digitally. Very soon the entire office tasks will be done digitally and demand for manpower for digital marketing is going to reach the peak.

Companies are in high competition for attracting customers digitally. Today people are found available online, and they can be well targeted to get attracted towards the marketer’s commercial advertisements.

 The consumers will always be in need of products and brands will always be in need of customers. It completely depends on the brands how they reach the customers.

And that mediator is the digital marketer. Digital marketing is a fast growing industry and people should always choose their career where the growth is.

JOB IN THE FIELD OF DIGITAL MARKETING

1. Analytics
2. SEO Manager
3. User Experience
4. Content Writer
5. Online Advertising and Affiliate Marketing
6. PPC, Search Manager
7. Social Media Manager or Community Manager
8. Digital Marketing Manager or Web Manager
9. Web Design and Development
10. Mobile Marketing and Development
11. CRM and Email Marketing Manager
12. E-commerce Managers and Directors

The profiles in digital marketing are all connected. And if in case one of them gets vacated, the entire team stops running. So demand in getting those positions filled is always in high priority. Hence, the need of Digital marketers will always be high in the market.

Digital Marketing is going to be an integral part of this decade’s business as it helps a lot to grow in the business. And nowadays generation is completely on Internet. So Digital Marketing is very much important these days. On an average currently minimum salary of an digital marketer was more than 3,50,000 p.a. and there is a great potential in digital marketing as an career option in near future.

So, that is all for today guys see you in our next blog. If you like our article please doesn’t forget to share with others.

Thank You,

Regards

Grooming Urban.

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